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Josef Purwadi Setiodjati; Anggo Doyoharjo; Dora Kusumastuti

Jurnal Ilmu Hukum Sosial dan Humaniora 2026 Lembaga Pengembangan Kinerja Dosen

This article aims to analyze the regulation of unfair contract terms from the perspective of civil law and to examine the issues and efforts to strengthen consumer protection in Indonesia. The main issue raised is how the legal construction of unfair clauses in standard contracts and the extent of regulatory effectiveness in protecting consumers from bargaining position imbalances. This research uses a normative juridical method with a legislative and conceptual approach, thru the analysis of the Civil Code, Law Number 8 of 1999 on Consumer Protection, as well as related regulations such as the Electronic Information and Transactions Law and the Personal Data Protection Law. The research results show that although Indonesian positive law has imposed restrictions on standard clauses that harm consumers, particularly thru Article 18 of the Consumer Protection Law, the practice of unfair contract terms still prevails due to weak law enforcement, low consumer literacy, and the dominance of business actors in contract drafting. Therefore, it is necessary to strengthen consumer protection thru regulatory harmonization, increased effectiveness of supervision and law enforcement, as well as the development of transparent and fair contracts. Thus, consumer protection is not only formal but also capable of ensuring substantive justice in contractual relationships

Achmad Rifai; Dian Priastiwi; Syofia Sofatunisa Ramdayani; Sari Sari; Yozar Putra Jaya

Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

Strengthening the capacity of micro, small, and medium enterprises (MSMEs) is a strategic effort to enhance business competitiveness and sustainability, particularly within the Pamulang MSME Friends (SUP) community. This community service activity aims to improve MSMEs’ financial management capabilities and increase production efficiency through the development of a joint production house. The main challenges faced by partners include limited financial literacy, the absence of systematic financial transaction records, and inadequate production facilities. The implementation of the program was carried out through training activities, mentoring in the use of the APIK financial recording application, and facilitation in designing a collaborative production house model. The results indicate an improvement in MSMEs’ understanding of financial management, including the ability to record transactions systematically, separate business and personal finances, and calculate production costs more accurately. Furthermore, the establishment of a joint production house contributes to greater cost efficiency, increased production capacity, improved product quality, and stronger collaboration among MSME actors. Therefore, this activity contributes to creating a more structured, efficient, and sustainable MSME ecosystem that supports long-term business development.

Muh Arief Budiman; Muhammad Sauqi; Nor Anina; Nor Hikmah Sari

Jurnal Ekonomi dan Keuangan Islam 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The implementation of corporate zakat in Indonesia remains relatively low despite its significant potential to support national economic development. This study aims to analyze the strategic role of corporate zakat as an instrument for reducing tax burdens and its contribution to economic equality. This research employs a literature review approach by examining relevant academic sources. The findings indicate that corporate zakat of 2.5% is obligatory for business entities that meet the nisab and haul requirements. Based on Law No. 23 of 2011 and Law No. 36 of 2008, zakat distributed through authorized institutions such as BAZNAS or LAZ can be deducted from taxable income. Corporate zakat not only fulfills religious obligations but also plays a vital role in wealth redistribution through social assistance and productive capital for mustahik. Therefore, optimizing corporate zakat can serve as a strategic instrument to promote sustainable economic justice in Indonesia. Effective policies and outreach from the government are also needed so that companies are more encouraged to pay zakat in a timely and transparent manner.

M. Andrean Maulana

ARDHI : Jurnal Pengabdian Dalam Negri 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This household appliance and machine repair and maintenance program is designed to promote economic independence for the community in Sedati Village, Sidoarjo, by strengthening technical skills based on local potential. The underlying problem of this activity is the community's high dependence on external repair services and limited ability to handle household appliance damage independently. Therefore, the Asset-Based Community Development (ABCD) approach is used, which focuses on utilizing the assets, potential, and capacity already possessed by the community. The program is implemented in a participatory manner, with stages including identification and mapping of local assets, joint planning, technical skills training, hands-on practice, and activity evaluation. The results show an increase in the community's ability and understanding in performing simple household appliance maintenance and repairs. Furthermore, the community is beginning to recognize economic opportunities from their skills, thus potentially developing independent repair service businesses. Thus, the application of the ABCD approach in this activity has proven effective in strengthening the community's economic independence in a sustainable manner through optimizing local assets. Going forward, ongoing mentoring efforts are needed to ensure that the potential that has been established can continue to develop and provide broader economic benefits.

Shafa Najla Amira; Rinda Aunillah Sirait; Jimi Narotama Mahameruaji

Ekspresi : Publikasi Kegiatan Pengabdian Indonesia 2026 Asosiasi Seni Desain dan Komunikasi Visual Indonesia

The development of audiovisual media in the digital era provides a significant opportunity for conveying information, particularly regarding social and cultural issues. One interesting phenomenon is the acculturation of Peranakan Chinese cuisine in Indonesia, which is currently becoming less well-known among the younger generation. This study aims to represent this acculturation process through a documentary film entitled "Jejak Rasa" (Traces of Taste), using a naturalistic visual approach. The method used is a qualitative approach with field observation, interviews, and documentation strategies, integrated with a community organizing process. The research subjects included Peranakan Chinese culinary practitioners in Bandung, such as culinary business owners and museum guides. The production process consisted of three main stages: pre-production, production, and post-production. The naturalistic approach was implemented through the use of predominantly eye-level camera angles, minimal camera movement, and the use of natural lighting to produce authentic visuals. The results of the study indicate that documentary films can be an effective medium for representing cultural values, history, and culinary identity as part of the acculturation process. Thus, this work serves not only as a medium of information but also as an effort to preserve culture relevant to the development of modern media.

Reva Agustia; Al Yesi Fitri Rahayu; Uswatun Hasanah

DHARMA EKONOMI 2026 sekolah Tinggi Ilmu Ekonomi Dharmaputra Semarang

This study explores the development strategies of sweet pastry Micro, Small, and Medium Enterprises (MSMEs) based on Islamic economic principles in improving the local economy in Betungan, Bengkulu City. MSMEs play a crucial role in supporting economic growth and creating employment opportunities, particularly in the culinary sector, which has experienced significant expansion in recent years. In Betungan, sweet pastry businesses have shown promising potential; however, their development is still hindered by several challenges, including limited capital, low product innovation, and less effective marketing practices. This research employs a qualitative approach with a case study method. Data were collected through observation, interviews, and documentation at Jl. Ar-Rahman, Sepakat 7, Betungan, Selebar District, Bengkulu City. The study also considers the application of Islamic business values, emphasizing ethical conduct such as honesty, fairness, accountability, and the avoidance of riba and uncertainty in transactions. The findings indicate that the sustainability and competitiveness of sweet pastry MSMEs can be enhanced through several key strategies, including continuous product innovation, improving product quality, optimizing digital marketing, and strengthening business networks. In addition, integrating Islamic principles into business operations helps build consumer trust and ensures ethical business practices. Overall, these strategies not only improve business performance but also contribute to strengthening the local economy and community welfare.

Intan Dwi Anggreini

Jurnal Pengabdian dan Keberlanjutan Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

The development of digital technology has encouraged micro, small, and medium enterprises (MSMEs), particularly in the culinary sector, to adapt by utilizing online applications as a strategy to increase competitiveness. This community service activity aims to improve the understanding and capabilities of business owners at Kedai Jajanan Zahira in Surabaya in utilizing online applications as a marketing and sales tool. The method used in this study is Participatory Action Research (PAR), an approach that actively involves business actors in every stage of the process. These stages include problem identification, planning, implementation, and evaluation. Data collection techniques were carried out through interviews and direct observation to obtain a realistic picture of business conditions. The results of the activity showed an increase in business owners' understanding of the importance of digitalization, improved skills in using food delivery applications and social media, and increased market reach and interaction with consumers. In addition, the use of online applications also contributed to increased operational efficiency, such as more systematic order management and transaction recording. Overall, mentoring in the use of online applications has proven effective in increasing the competitiveness of culinary businesses. This activity has a positive impact not only on increasing sales, but also on business sustainability through increased digital literacy and the ability to adapt to technological developments. Therefore, ongoing mentoring is needed so that business actors can consistently optimize the use of digital technology in developing their businesses.

Salma Fiddaraini

Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2026 Asosiasi Periset Bahasa Sastra Indonesia

Fish farming using the biofloc system is a technological innovation capable of increasing efficiency, production results, and the sustainability of fisheries business at the village level. This study aims to determine the development of fish farming businesses using the biofloc system in increasing family income in Sembuluh village. Then, it aims to understand the impact of using the biofloc system in increasing family income and to understand the Islamic economic perspective on the utilization of the biofloc system in increasing family income. The method used is a qualitative or field research approach with purposive sampling techniques to collect data from 5 fish farmers who implement the biofloc system. Data were collected through in-depth interviews, observation, and documentation, then analyzed descriptively. The research results show that fish farming using a biofloc system is able to increase family income through increased production and feed cost efficiency. This system supports more controlled pond management, maintains water quality, and produces more stable harvests. In addition to increasing income, the implementation of the biofloc system also strengthens family economic resilience due to planned harvest cycles and group cooperation. From an Islamic economic perspective, this practice aligns with the principles of halal, honesty, justice, and social responsibility, as well as providing benefits for families and the community.

Salma Fiddaraini

Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2026 Asosiasi Periset Bahasa Sastra Indonesia

Fish farming using the biofloc system is a technological innovation capable of increasing efficiency, production results, and the sustainability of fisheries business at the village level. This study aims to determine the development of fish farming businesses using the biofloc system in increasing family income in Sembuluh village. Then, it aims to understand the impact of using the biofloc system in increasing family income and to understand the Islamic economic perspective on the utilization of the biofloc system in increasing family income. The method used is a qualitative or field research approach with purposive sampling techniques to collect data from 5 fish farmers who implement the biofloc system. Data were collected through in-depth interviews, observation, and documentation, then analyzed descriptively. The research results show that fish farming using a biofloc system is able to increase family income through increased production and feed cost efficiency. This system supports more controlled pond management, maintains water quality, and produces more stable harvests. In addition to increasing income, the implementation of the biofloc system also strengthens family economic resilience due to planned harvest cycles and group cooperation. From an Islamic economic perspective, this practice aligns with the principles of halal, honesty, justice, and social responsibility, as well as providing benefits for families and the community.

Gilbert Parsaulian Hutapea; I Nyoman Bagiastra

Birokrasi: JURNAL ILMU HUKUM DAN TATA NEGARA 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

The rapid development of communication technology has spurred public demand for smartphones, particularly iPhones, seen as a symbol of prestige and advanced technology. This high demand has been exploited by unscrupulous business actors who distribute parallel import (black market) iPhones that are not officially registered, posing risks to consumers. This study examines the legal protection procedures for consumers, the legal standing of consumers in black market iPhone transactions, and the liability of business actors under Law Number 8 of 1999 concerning Consumer Protection (UUPK). Using a normative legal research method, the study employs statutory and conceptual approaches, analyzing primary, secondary, and tertiary sources. The findings indicate that consumer protection can be achieved through preventive measures such as public education and information transparency, and repressive measures via dispute resolution mechanisms, both in court and through the Consumer Dispute Settlement Agency (BPSK). Consumers' legal rights are acknowledged, though they remain vulnerable due to the purchase of illegal goods. Business actors may be held liable for product liability, including the obligation to provide accurate information and face sanctions. In conclusion, consumer protection in black market iPhone transactions remains insufficient, and stronger enforcement is necessary.

Dela Laras Sati; Rahyono Rahyono; Hiro Sejati

International Journal of Economics and Management Sciences 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Micro, small, and medium enterprises (MSMEs) constitute a pivotal pillar of local economic resilience in Bandar Lampung, particularly in the fashion, salon and beauty, and professional service sectors. Notwithstanding their considerable growth potential, many MSMEs continue to encounter structural constraints that impede business expansion, most notably limited entrepreneurial capability, restricted access to capital, and the suboptimal utilization of digital marketing. Against this backdrop, the present study aims to examine the partial and simultaneous effects of entrepreneurship training, capital access, and digital marketing strategy on MSME business expansion. This research employed a quantitative explanatory design with a cross-sectional approach. Data were collected from 100 MSME owners selected through purposive sampling from a population of 2,785 enterprises, and were analyzed using multiple linear regression with SPSS. The findings reveal that entrepreneurship training does not exert a statistically significant effect on business expansion (B = 0.000; p = 0.998), indicating that training, in isolation, has not yet been effectively translated into concrete growth-oriented business practices. By contrast, access to capital has a positive and significant effect (B = 0.263; p = 0.001), demonstrating that financial accessibility enhances operational scale and market development. More importantly, digital marketing strategy emerges as the most influential determinant of business expansion (B = 0.593; p < 0.001), confirming that digital platform utilization substantially strengthens market reach, customer engagement, and business competitiveness. Simultaneously, the three variables significantly affect MSME expansion (F = 34.061; p < 0.001), with an explanatory power of 51.6%. It can therefore be concluded that MSME expansion is primarily driven by the synergy of financial accessibility and digital market adaptation, while entrepreneurship training becomes meaningful only when effectively operationalized within business practice.

Kurratu'ayunina

Jurnal Riset dan Publikasi Ilmu Ekonomi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting local and national economic development, particularly through employment generation and income distribution. Seasonal religious events such as Ramadan significantly influence consumption patterns and market dynamics, creating both opportunities and challenges for MSMEs. This study aims to analyze the implementation of the “Seri Ramadhan” phenomenon within the strategic management practices of MSMEs in Martapura, focusing on the periods before and after Ramadan. The research employed a qualitative descriptive approach with field study methods. Data were collected through in-depth interviews, direct observation, and documentation involving selected MSME actors in the culinary, fashion, and retail sectors. The findings indicate that prior to Ramadan, MSMEs emphasize strategic planning through product innovation, stock preparation, promotional intensification, and operational adjustments. After Ramadan, they conduct performance evaluations, inventory control, and strategic realignment to maintain business sustainability. The study highlights that Ramadan is not merely a short-term sales opportunity but also a strategic momentum integrated into broader business planning cycles. The implications suggest that adaptive and cyclical strategic management enhances MSME resilience and competitive advantage in seasonal markets.

Eka Fitri Lestari; Khairudin Siregar; Ahmad Irham Tajhi; Sumarno Sumarno; Suci Ramadani

Jurnal Ilmu Hukum Sosial dan Humaniora 2026 Lembaga Pengembangan Kinerja Dosen

The rapid development of corporate business activities in Indonesia has contributed positively to economic growth; however, it also has the potential to cause losses to consumers. In practice, corporations often engage in unlawful acts that harm consumers, including violations of consumer rights, the provision of goods and/or services that do not meet required standards, and actions that contravene statutory regulations. This study aims to analyze the forms of legal protection for consumers as well as corporate liability for unlawful acts committed by corporations. This research employs a normative legal method with statutory and conceptual approaches. The legal materials used consist of primary, secondary, and tertiary sources, which are analyzed qualitatively. The findings indicate that legal protection for consumers has been regulated in various laws and regulations, particularly the Consumer Protection Law; however, its implementation still faces several challenges, such as weak law enforcement, low consumer awareness, and the complexity of proving corporate liability as a legal subject. Furthermore, corporate liability may be imposed through civil, criminal, and administrative sanctions depending on the nature of the violation committed. In conclusion, strengthening regulations and more effective law enforcement are necessary to ensure consumer protection from unlawful acts by corporations. In addition, enhancing the role of supervisory institutions and public legal awareness is essential to create a balance between the interests of business actors and consumers.

Beny Rahman Hakim

Modem : Jurnal Informatika dan Sains Teknologi 2026 Asosiasi Profesi Telekomunikasi Dan Informatika Indonesia

The development of information technology has become a primary pillar in enhancing corporate operational efficiency, where rapid and accurate data integration significantly determines business competitiveness. Case study in PT Gawi Anjung Bersama (GAB) revealed that the company is facing operational constraints because the management of delivery orders and invoices still relies on conventional office applications such as Microsoft Excel and Word. This procedure causes hurdles in data sharing among staff and results in low information security due to the absence of integrated access control settings. This research aims to design and develop the Gawi Anjung Bersama Information System (SIGAB), a web-based system implementing the CodeIgniter framework. The system is developed using Waterfall model, encompassing stages from analysis, design, and implementation to testing. The research flow starts with problem identification, primary and secondary data collection, and functional and non-functional requirements analysis. The system is designed using Unified Modeling Language (UML) modeling, specifically Use Case and Class Diagrams, as well as Entity Relationship Diagrams (ERD) for the database. The system interface is designed as wireframes on Figma web. This system separates access rights into three main actors namely owner, administrator, and staff, to ensure data security. Blackbox testing results, conducted after the system was hosted, indicate that all functional features operate as intended. The implementation of SIGAB is expected to optimize the management of delivery orders and invoices at PT GAB.

Imellia Faridatus Soleha; Nuril Lailati Syarifah; Juni Indah Sirait; Mochammad Isa Anshori

Jurnal Manajemen Bisnis Digital Terkini 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Global business environmental uncertainty, triggered by "Black Swan" phenomena, demands that organizations transform beyond passive resilience toward anti-fragility capabilities, where Human Resource (HR) systems actually grow stronger through market disruptions. This study aims to analyze the concept of anti-fragility within organizational leadership, explain the role of transformational leadership in shaping anti-fragile employees, and identify organizational strategies for navigating market uncertainty. The approach employed is a narrative literature review using content analysis techniques across various reputable scientific journals, anti-fragility theory, and organizational case studies such as Disney+, Zoom, and Tractor Supply. Research findings indicate that transformational leadership acts as a primary catalyst that builds anti-fragility through intellectual stimulation, decentralized autonomy, and the creation of a culture that learns from failure. Organizational strategies prioritizing resource flexibility, cross-skilling, and optionality have proven effective in converting crisis stressors into opportunities for innovation and performance growth. The contribution of this article lies in the development of an "Anti-Fragile Leadership" conceptual framework that integrates the philosophical principles of anti-fragility into strategic HRM practices. The practical implications provide a guide for organizational leaders to design work systems that are adaptive and proactive toward market volatility, ensuring that organizations not only survive but thrive from chaos.

Sunari Sunari; Vania Zerlinda; Badrus Salam; Wahyu Dwi Antikasari; Yora Surya +22 more

Jurnal Pengabdian dan Solidaritas Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

In response to the rapid development of technology in the economic sector, every Micro, Small, and Medium Enterprise (MSME) is required to accelerate its competitive capacity. The Community Service Program (Kuliah Kerja Nyata/KKN) plays a role as a form of community engagement aimed at empowering local potential, including Micro, Small, and Medium Enterprises (MSMEs). Several challenges faced by the cassava chips MSME at the KKN location include low business capacity and competitiveness due to limited branding and minimal utilization of digital marketing technology.The objective of this community service activity is to accelerate the capacity and competitiveness of the cassava chips MSME through digital branding assistance and the utilization of digital marketplaces. The implementation employed observation, socialization, and direct assistance methods to MSME actors, which included the creation and updating of brand identity (logo), registering the business location on Google Maps, and mentoring in the establishment of digital stores on e-commerce platforms. The results of this activity indicate an increase in MSME actors’ understanding of the importance of branding and digital marketing, as well as an expansion of product marketing reach through online channels. This KKN activity has a positive impact on enhancing business capacity and serves as an initial step toward strengthening the sustainable competitiveness of MSMEs.

Ulfa Rahmawati; Idelfonsus Worong; Catur Puji Rahayu; Vivi Dwi Purwati; Nurur Rosyidah +19 more

Jurnal Pengabdian dan Solidaritas Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

The Impactfull Community Service Program (KKN) of Universitas Mayjen Sungkono in Pohjejer Village was conducted to optimize the utilization of butterfly pea flower (Clitoria ternatea) as a local resource that has not been fully utilized. The main problem faced by the community, particularly housewives, is the limited knowledge and skills related to the benefits, processing techniques, and business opportunities of butterfly pea flowers. This program aimed to enhance community knowledge and skills in processing butterfly pea flowers into herbal beverage products with economic value and the potential to be developed as home-based enterprises. The implementation methods included a community organizing approach, participatory socialization, interactive discussions, and direct demonstrations of herbal beverage production using butterfly pea flowers. The results indicated an improvement in participants’ understanding of the health benefits of butterfly pea flowers, appropriate processing methods, and their potential development as MSME products. In addition, the program increased participants’ interest and motivation to independently produce herbal beverages as an additional source of household income. Overall, this KKN program had a positive impact on encouraging the utilization of local resources to improve household economic conditions and empower rural communities.

Fildzah Rosa; Zindya Selvia; Aisha AL-Hajjar Azzahro

Jurnal Ilmu Hukum Sosial dan Humaniora 2026 Lembaga Pengembangan Kinerja Dosen

This study examines the legal implications of the regulation of foreign investment (FDI) and domestic investment within the Indonesian legal system, as well as its relation to national economic sovereignty. The background of this research is rooted in the need of developing countries, including Indonesia, to attract investment in order to promote economic growth while still safeguarding national interests as mandated by the constitution. This research employs a normative juridical method with statutory and conceptual approaches. The results show that although foreign and domestic investments are regulated under a single legal framework through Law Number 25 of 2007, there are significant differences in terms of legal subjects, business entities, as well as ownership and sectoral restrictions. These differences do not constitute discrimination, but rather reflect the state’s protective legal policy. On the other hand, foreign investment brings positive impacts such as capital inflow, technology transfer, and market expansion. However, it also poses potential risks, including economic dependency and reduced policy autonomy. Therefore, a balance between investment openness and regulatory control is necessary to ensure that economic sovereignty is maintained and the benefits of investment can be optimally realized for society.

Cicik Septiani Sugiarti

Doktrin: Jurnal Dunia Ilmu Hukum dan Politik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the influence of digital marketing through Instagram on purchasing decisions at UMKM Jamu Bu Bekti in Karawang Regency. The research uses a quantitative approach, with data collected through questionnaires distributed to consumers who have seen or purchased the products. The data analysis technique applied is regression analysis to examine the relationship between marketing content and promotional variables on consumer purchasing decisions.The results show that marketing content shared on Instagram does not have a significant effect on purchasing decisions. However, the content is considered quite attractive, informative, and helpful in providing product information to consumers. On the other hand, promotion has a positive and significant impact on increasing consumer interest and encouraging purchasing decisions. This indicates that consumers are more responsive to promotional strategies such as discounts, bonuses, or special offers rather than relying solely on content quality.These findings suggest that promotional strategies play a crucial role in digital marketing, especially for small and medium enterprises (SMEs). Therefore, business owners are advised to focus more on creating attractive, creative, and targeted promotional activities on social media to boost sales. This study is expected to contribute to the development of more effective, efficient, and sustainable digital marketing strategies for SMEs in the future.

Alienra Davry Nanda Kadun MT; Terianus Luther Safkaur; Ferry Rhendra Pananda Putra Sitorus

Jurnal Pengabdian dan Pembangunan Lokal 2026 Lembaga Pengembangan Kinerja Dosen

This community service was carried out at the Abar traditional pottery craftsman studio "Titian Hidup" with the aim of strengthening business competitiveness through the development of branding strategies based on local wisdom. Pottery crafts in Papua, especially in Kampung Abar, not only represent technical skills, but also contain philosophical values that reflect the history and cultural life of the indigenous peoples. However, until now pottery products do not have a brand identity that is able to express the richness of meaning and character that they have. The method of service includes deepening the philosophical character of the product, the application of technology, and socialization to craftsmen. This approach is designed to build awareness and knowledge about the importance of branding as an instrument to strengthen business identity. The results of the service show that artisans are beginning to understand the concept of professional branding, including product differentiation, cultural narratives, and the use of digital technology to expand market access. In addition, this activity encourages the adaptation of artisans to modern market developments without losing the cultural roots that characterize the product. Thus, this service contributes to the preservation of local culture while increasing the sustainability of the traditional Papuan pottery craft business through a structured and contextual branding strategy.